Good musicians never blame their instruments

I recently read this article fom Econsultancy a few days ago. It implies that some people believe that Google is manipulating web statistics by having a visitor window of 6 months for campaigns (though it does acknowledge this setting can be changed as per these instructions). For those who don’t know what this means, here’s a quick summary:

1. You do a Google search, and see an AdWord campaign (those ads at the top and the right sidebar).
2. You click on one of them.
3. You arrive at a site.
4. You leave the site.
5. For the next 6 months, the original click you made on the that AdWord campaign will receive “credit” for your consequent visits regardless if you visit the site directly or via an AdWord campaign.

I watched as consipiracy theorists Tweeted ad nausium about Google hiding this little bit of information, and trying to manipulate the system in their favor. All I can say is, “Oh please”.

Firstly, the 6-month window is a default. I’m pretty sure people would complain no matter what length they chose. (One could also say that XiTi’s window is too short as well) Secondly, one should always familiarize themselves with the intricacies of an analytics tool before relying on its stats. Otherwise, it’s the same as trying to measure something with a ruler without the units marked on it.

Just because Google Analytics is free, doesn’t mean one shouldn’t take the time to learn about the system and perhaps get some training in it. Similarly, just because some analytics solutions are expensive, doesn’t mean it will do everything out of the box.

We’re living in a time of fiscal responsibility (though I do find the phrase “tough economic times” overused). Meaning, that ad spend should be monitored, and justified. So if everyone else is being responsible, why are people dropping the ball when it comes to their web analysis?

As the saying goes, “It’s a poor musician who blames his instrument”. So let’s stop pointing fingers, and learn to play properly and better.

By the way, Google offers free online tutorials on Google analytics here. Knowing’s half the battle, eh?

Leave a comment

Rant, Web Analytics Professionalism